During the September 30, 2025 ad review call, a full audit of Bluepoint's Google Ads conversion tracking revealed systemic problems that were inflating reported conversion numbers and preventing Google's bidding algorithms from optimizing toward real leads. These issues require immediate remediation before campaign performance data can be trusted.
See also: [1] | [2]
Page views were configured as a primary conversion action, causing every site visit to register as a "conversion." This produced absurd reported metrics:
Why this matters: Google's Smart Bidding and PMAX optimization use conversion signals to decide where to spend budget. If page views are the primary signal, the algorithm optimizes for traffic volume rather than actual leads.
All conversion actions had a conversion value of zero. Without values, Google cannot distinguish between a high-value lead conversion and a low-value micro-event.
Recommended fix: Set conversion value to 1 for all lead actions (form fills, phone calls) until actual lead-to-close data is available to assign revenue-based values.
Several conversion actions — including contact, outbound click, and phone call events — were flagged as "needs attention" in the Goals dashboard. Troubleshooting confirmed these were not tagged properly, meaning real conversions (form fills, phone calls from landing pages) were likely going unrecorded.
Affected action types observed:
- Contact / form fill (possibly untagged)
- Outbound click (PDF download — no PDF exists on current pages; action should be removed or deferred)
- Phone call from landing page (not tracked; only "call from ads" was present)
- Phone call (status: inactive)
Google Ads uses goal groups (Primary, Secondary) to determine which conversions drive bidding. The Bluepoint account had:
Correct grouping should be:
| Group | Actions |
|-------|---------|
| Group 1 | Page views (informational signal only — or remove entirely) |
| Group 2 | Email clicks, soft engagement |
| Group 3 | Form fills, phone calls (primary lead conversions) |
The landing pages contain phone numbers (including multiple numbers in the footer — itself a separate issue), but there was no conversion action configured to track clicks on those numbers. Only "call from ads" (i.e., the Google Ads call extension) was present.
Despite broken conversion tracking, front-end metrics for Bluepoint campaigns were strong as of the audit date:
| Campaign | Impressions | Clicks | CTR | Avg CPC | Spend |
|---|---|---|---|---|---|
| PMAX | ~1,000,000 | ~6,000 | <1% | $0.09 | ~$500 |
| Cashless ATM | ~7,000 | 654 | 8% | $1.00 | ~$700 |
| Traditional ATMs | — | 155 | 10% | ~$4.00 | — |
| Reverse ATM | — | — | — | $13.00 | — |
The high click volume and low CPCs indicate strong ad relevance and audience targeting. The core problem is that without accurate conversion data, Google cannot optimize bids toward actual leads, and the team cannot evaluate true campaign ROI.
| Action | Owner | Priority |
|---|---|---|
| Fix conversion tracking (remove page views, set values, fix "needs attention" items) | Anup | 🔴 Urgent — ClickUp task to be created by Gilbert |
| Create ClickUp task for Anup with due date | Gilbert | 🔴 Immediate |
| Adjust Reverse ATM bids (reduce 75%) | Gilbert | 🔴 Immediate |
| Adjust Traditional ATM bids (target ~$2 CPC) | Gilbert | 🔴 Immediate |
| Investigate CallRail setup for Bluepoint | Melissa | 🟡 Near-term |